Client description: Electric membership cooperative

Practice area: Market Research and Analysis; Strategic Positioning and Planning

Geographic scope: US

Industries involved: Power, telecom, professional services

Services applied: Brand equity and identity; brand perception and awareness; brand strategy

Business challenge: This electric membership cooperative wanted to explore the potential of expanding its business model by bundling other services and to explore corresponding new corporate identity branding strategies.

Methodologies: Geo Strategy Partners conducted extensive secondary research to benchmark successful and unsuccessful bundling strategies and then conducted a full brand analysis to offer strategic branding alternatives.

The result: Our recommendations were to be very limited in offering services far flung from the company's core competencies based largely on the UK experience following deregulation in 1990. We also presented strategic branding alternatives which were followed up by their ad agency. The client scaled back their aggressive bundling strategy and focused on services that leveraged their core competencies and provided true added value to their clients.